Softswiss Chief Marketing Officer Valentina Bagniya reflects on the profound changes in B2B marketing in the iGaming industry during her five-year tenure. The pandemic has pushed the industry from a rapidly growing niche market to maturity, prompting a shift in marketing strategies from simply acquiring customers to brand building, trust establishment, and user experience optimization. Current B2B marketing focuses more on data-driven and brand value, with the CMO role evolving into a nexus of business strategy and product innovation. Softswiss achieves global consistency and localization balance through the brand house model, transforming brand building into measurable business growth with dynamic strategic execution.
Industry Evolution and Marketing Strategy Transformation
In the past five years, the iGaming industry has undergone a rapid maturation process driven by the pandemic, with new operators entering and regulation intensifying, prompting a fundamental shift in B2B marketing. The focus of marketing has shifted from product features to brand assets, market positioning, and trust building, with the CMO role expanding to the core of strategic planning. The B2B field has continued the B2C emphasis on long-term brand value and emotional connection, upgrading marketing from a supporting function to a growth driver.
Global Branding and Localization Practices
Softswiss builds a unified structure through the brand house model, with the main brand supporting multiple product lines such as gaming aggregation platforms and casino platforms, ensuring global brand consistency while allowing for flexible localization adjustments. Before entering new markets, resources are invested in researching competitive landscapes, technological maturity, and cultural differences, making targeted adaptations in key areas such as product interfaces, customer support, and channel combinations. Balancing global standards with local needs becomes the core of establishing transnational trust.
Strategic Execution and Measurable Systems
Softswiss transforms brand strategy into a dynamic execution process, defining "must-win battles," setting measurable goals, and breaking them down into quarterly plans, with weekly reviews to ensure progress. Establishing a culture of shared ownership helps the team understand the reasons behind strategic goals, transforming brand ambitions into specific business impacts. A systematic execution system proves that brand building requires continuous investment, rather than being a one-time event.
Core Insights and Industry Outlook
B2B marketing in the iGaming industry has entered a new phase driven by brand, where relying solely on product advantages is insufficient for sustained leadership. Future success depends on a systematic brand architecture, data-driven decision-making, and the agility to balance global and local markets. Industry experience shows that the best time for brand building was in the past, but immediate action can still create significant value.
